Motorsport
Motorsport photography is shot from fixed positions chosen years in advance — live access during a race is one of the most safety-restricted environments in sports photography. On Visie, that craft spans live race and product photography for marques like NASCAR, typically shot with a panning technique that blurs the background to convey speed.
This week's top Motorsport projects
This week's top Motorsport projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Nike · Apron 180
Nike dives deep into the intersection of personal identity and urban culture with Apron 180, a sportswear campaign that pushes the boundaries of traditional brand storytelling. Through a striking cinematic lens, the film follows a young protagonist in a vintage barbershop, where he encounters multiple iterations of himself in a clever exploration of self-reflection and confidence. The project leans into a bold streetwear aesthetic, utilizing a deliberate color palette of deep reds and stark, clean whites to anchor the visual narrative. This commercial work seamlessly transitions from the granular, human-centric detail of a barber chair to a surreal, moonlit landscape featuring raw, red terrain, successfully utilizing live-action technique to ground the high-concept visuals. Produced by Chaos, the project benefits from sophisticated post-production and VFX work by Space Cowboys Studio, which allows these disparate environments to coalesce into a cohesive, atmospheric whole. By focusing on the interplay between the mundane details of daily style and larger-than-life imagery, the project elevates the humble sneaker into a centerpiece of a much larger cultural conversation. The result is a lifestyle-driven narrative that feels both intimate and expansive, demonstrating how the right technical execution can transform a standard product showcase into a compelling piece of visual poetry that resonates within the modern fashion landscape.
INDYCAR · IR28 Reveal
INDYCAR enters a new era of performance with the IR28 Reveal, a masterclass in motorsport marketing that bridges the gap between raw engineering and high-octane spectacle. Executed with a sophisticated blend of cinematic live-action technique and precision 3D render and CGI elements, the campaign effectively dramatizes the aerodynamic evolution of the vehicle. Creative agency Caravan orchestrates a visual narrative that oscillates between the sterile, controlled environment of a studio and the kinetic intensity of a race track, allowing the viewer to appreciate both the mechanical artistry and the promise of blistering speed. The integration of red grid-line wireframe graphics provides a technical layer that contextualizes the car as a precision-engineered object, while the deliberate use of slow motion captures the dance of fluid dynamics during wind tunnel testing. With post-production and visual effects support from Brickyard and Color Refinery, the final result is a polished, high-impact commercial that leans into the technical sophistication of the sport. By juxtaposing close-up textural details like carbon fiber surfaces with expansive tracking shots, the piece succeeds in elevating the race car from a functional machine to an aspirational design icon, perfectly capturing the forward-thinking ethos of modern sports and gaming branding.
Toyota · Jade's Story - 30s
In a compelling thirty-second spot for Toyota, the brand masterfully captures the intersection of grit and glory within the high-octane world of motorsport. Rather than leaning on traditional commercial tropes, the narrative functions as a focused documentary-style profile of a dedicated female race car driver, meticulously charting her evolution from the quiet intensity of grueling gym training to the electric atmosphere of the winner's podium. The film effectively balances these private moments of preparation with the visceral adrenaline of dirt track racing, grounding the sponsorship in authentic human narrative rather than just hardware. Production house GREATERGOOD elevates the project through a sophisticated live-action technique, utilizing slow motion to emphasize the driver's unwavering focus behind the wheel, while the contrast between harsh daylight and the artificial glow of night racing creates a dynamic visual rhythm. This lifestyle-inflected storytelling moves beyond a mere product showcase, effectively positioning Toyota and Mobil 1 as vital components of a larger commitment to athletic excellence and perseverance. By blending the raw, tactile reality of trackside competition with polished cinematic craft, the piece succeeds in humanizing a major automotive brand, inviting viewers into a world where speed, resilience, and personal ambition collide in a powerful testament to the spirit of professional sports and modern competitive racing.
Reynolds · Chef Rizzo
Reynolds presents a commercial spot featuring professional baseball player Anthony Rizzo. Directed by production house GREATERGOOD, the piece blends the environments of the locker room and the stadium with a kitchen-centric narrative. The film leans into a cinematic aesthetic, utilizing warm lighting to bridge the gap between sports performance and cooking. Through live-action technique, the narrative follows Rizzo as he integrates his passion for food into his professional routine.
Red Bull, Dodgers · SOTS
Red Bull and the Dodgers join forces for SOTS, a high-energy project centered on skateboarding culture. The film features skaters navigating the urban landscape near Dodger Stadium, set against a backdrop of sun-drenched architecture and palm trees. Utilizing drone footage and live-action techniques, the project maintains a fast-paced aesthetic that emphasizes movement and action. The production integrates branded elements into the skate-focused sequences, capturing the dynamic environment of the Los Angeles location in a warm, cinematic style.
The Quiet · The All American
The All American, a project by The Quiet, presents an athletic narrative within the motorsport and sports landscape. The film leans into a nostalgic aesthetic, utilising archival footage to anchor its sequence of football and baseball imagery. Produced by GREATERGOOD, the piece employs low-key lighting and a desaturated colour palette to build a gritty visual tone. The production makes use of analogue film techniques to maintain a tactile, cinematic quality throughout the athletic sequence.
Toyota · Jade's Story | LV Story
Toyota presents 'Jade's Story', a project documenting the intense focus of a motorsport professional in a high-stakes environment. Produced by GREATERGOOD, the film explores the technical landscape of racing through a series of live-action sequences. The edit balances tight, intimate shots of the driver with wider action footage captured on a dirt track. The project utilizes a cinematic approach to frame the professional racing context, emphasizing the preparation involved in the sport.
PATRÓN® Tequila · Patrón Tequila x Checo Pérez
PATRÓN® Tequila explores the intersection of heritage and high-performance in this brand film featuring Formula 1 driver Checo Pérez. The narrative bridges the gap between Pérez's career on the track and his personal connection to his Mexican roots. The commercial balances intimate, black-and-white interview segments with cinematic, live-action racing footage. The edit weaves in close-up sequences focusing on craftsmanship and product packaging, set against the backdrop of Mexico. REVERSE managed the production, utilizing clean graphic overlays to tie the athlete's story to the brand's identity.
Brembo · Celebrating 50 Years
Brembo marks its milestone anniversary with a high-energy brand film exploring the intersection of industrial precision and motorsport legacy. The narrative captures the technical rigor of their braking systems through a cinematic lens, focusing on the mechanical components that define their presence in high-performance automotive engineering. Set across race tracks and industrial environments, the film leans into a moody, atmospheric aesthetic. The production utilizes live-action technique and a dark, high-contrast colour grade to emphasize the scale and intensity of track-ready performance. Post-production and sound design were provided by Lockt, grounding the visuals in a technical, industrial soundscape.
Gatorade · Chief hydration officer 9x16
Gatorade positions its product within a motorsports context in this vertical commercial spot. The film follows a character moving between a professional setting and an outdoor driving sequence, using natural light to maintain a clean, high-contrast aesthetic throughout. Production handled by CHISEL, with post-production and VFX also managed by the team at CHISEL. Music and sound design are provided by Production Station.
FIM World Supercross Championship · Brand Identity
The FIM World Supercross Championship brand identity project, designed by ZAG, establishes a visual system centered on bold geometric typography and a high-contrast yellow and black color palette. The work spans digital media, broadcast infographics, and environmental applications, utilizing a consistent graphic design language that functions across stadium signage, mobile UI interfaces, and merchandise. Through the use of motion graphics and minimalist animation, the identity prioritizes readability and dynamic scaling. This system integrates into the motorsport landscape via large-scale mural installations and stadium-wide promotional banners. The visual execution employs a clean, graphic aesthetic, leveraging typography and vector illustrations to communicate rider information and race standings. The project highlights an cohesive approach to championship branding, from physical event collateral to digital-first assets.
Red Bull · Bringing Formula 1 BACK to South Africa!
Red Bull returns the roar of Formula 1 to the streets of Johannesburg in this cinematic campaign. The spot documents a unique logistical feat, capturing a high-performance racing car suspended by helicopter as it travels across the urban skyline at sunset. The production leans into the scale of the city through drone footage, grounding the spectacle in the reactions of local residents and a security guard witnessing the transport. With creative oversight from Iconic Agency, the film utilizes live-action techniques to emphasize the contrast between the high-octane machine and the South African landscape during golden hour.
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